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论文编号：	13815
作者编号：	2320190495
上传时间：	2023/5/31 17:20:28
中文题目：	W小微跨境电商企业营销策略优化研究
英文题目：	Research on Marketing Strategy Optimization of W Small and Micro Cross-border E-commerce Enterprises
指导老师：	张建勇
中文关键字：	4P营销理论；亚马逊；营销策略
英文关键字：	4P marketing theory, Amazon, marketing strategy
中文摘要：	摘要 随着全球互联网的发展、智能终端的普及、跨国物流体系的不断完善，跨境电子商务在世界范围内的商品销售份额中占据着越来越重要的位置，越来越多的中国卖家也开始利用跨境电商平台通过一根网线与世界贸易通联，走出国门掘金。 亚马逊平台是全球客户最受欢迎的电商之一，也是中国卖家最喜欢的跨境电商网站。在亚马逊购物网站上，3C、服装服饰、家居用品、宠物用品等产品都很受欢迎。亚马逊已经遍布世界20个国家，从美国到加拿大、澳大利亚、欧洲、日本和印度，而美国的用户群体更加庞大，拥有庞大的电子商务用户群，而且随着新冠肺炎的爆发，美国的用户群体仍然保持着持续的增加。近年来，中国卖家的数量急剧增加，成为该行业的主要参与者。 这篇研究重点关注小型初创企业的跨境电商业务，通过多种方法，如统计分析、文献研究、案例分析，探讨W公司亚马逊美国站营销过程中遇到的问题及解决方案。经过PEST分析、五力模型分析，我们对W公司亚马逊美国站的外部宏观环境和微观环境进行了详细的分析。本文在市场调研和数据分析的基础上，运用STP目标市场战略理论，对W公司的亚马逊网站美国站点进行了营销目标及市场定位的研究。最终，以4P理论作为基础，将各种营销相关理论有机地融合在一起，在产品、价格、渠道、促销等方面，给出了一些详细的市场营销策略，并在此基础上，给出了数据化运营、品牌建设、扩大流量等方面的对策。 本文以W企业亚马逊美国站为例，针对美国销售市场，旨在为W企业美国站点提供一套较为完整的营销方案；此项策略的执行，能够提高在国外市场上的销售成效，同时也能给那些还处在发展初期的中小型企业带来一些启示。
英文摘要：	ABSTRACT With the development of the global Internet, the popularity of intelligent terminals and the continuous improvement of the transnational logistics system, cross-border e-commerce plays an increasingly important part in the global commodity sales share. More and more Chinese traders, in the hope of seeking gold by taking part in world trade, have gone abroad through various cross-border e-commerce platforms. Due to its global reputation and consumer traffic，Amazon has become the go-to platform for Chinese traders going overseas. Products including 3C products, clothing, household products and pet supplies are all hot sellers on Amazon. The company has 20 sites around the world, with the most traffic coming from its US site, which is followed by its Canadian, Australian, Japanese, European and Indian sites. Having the largest consumer market in the world, the US boasts a huge e-commerce base, growing population, high average income and high consumption capacity, which are still on the rise after the pandemic. Over these years, an increasing number of Chinese traders have flooded in this market. Targeted at the research of small and micro cross-border e-commerce startups, the author has done a thorough analysis of the existing problems in the marketing of the Amazon US site of W company through methods like literature research, survey study and case analysis. The site's macro and micro external environment is also analyzed using tools such as PEST analysis and five forces model. The author analyzes the Amazon US site of W company based on market research, data analysis and STP target market theory. Lastly, marketing strategies relating to aspects such as product, price, channel and promotion have been presented along with various marketing theories like the 4P theory. In this way, measures such as data operation, brand building and traffic expansion are further proposed. By focusing on American daily necessities market, the author offers comprehensive and systematic suggestions for how W company should market its US Amazon site, the implementation of which can not only promote overseas marketing but also enlighten the small and medium-sized startups on Amazon.
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